Module 5 (Chapters 12,13,14)
cultural categories
Help organize society by dividing the world into distinct segments of people: time space and people, social class, age, gender
that's-not-all technique
a sales technique in which the persuader makes an offer and then adds something extra to make the offer look better before the target person can make a decision
enculturation
the process of learning about one's culture
public discrepancy
Gap between actual public and ideal public concept
Video 02 from professor
Hello and welcome to buyer behavior module five culture and values in this video you will learn what a culture is and why its influence is pervasive you learn how cultures are classified and how cultures shape consumption through language norms and values. So let's get started with what is culture I've collected some definitions for you culture is the complex whole of that includes knowledge belief art and law morals customs and everything everything social it's also been defined as expected behavior beliefs values languages and living practices shared by members of a society so in that sense the culture is a.Collection of rules of behavior. Set that culture is collective mental programming which sounds kind of sinister but it was that that wasn't his intent. It just means that members of a given culture tend to think alike Peter and also and just call this shared meanings. My definition as a culture is to a nation what a personality is to an individual.Culture is also the second largest unit of analysis for describing human society the largest being simply mankind so how can cultures be described why would we even want to do that then a fine describing characterizing categorizing our first steps. To drawing useful generalizations about differences so there are many ways of profiling a culture I have listed three here for your consideration because of their prominence in the sociology literature hearkens profiled cultures in terms of their cultural values.Welsh deed. Characterized cultures in terms of so I mentions such as collectivism versus individual ism So China is in Eastern Europe. A culture it's are more collectivistic the United States is more individualistic. And then haul. Profile cultures in terms of context which I'll have to explain but context refers to how communication takes place between members of the culture so in a low context culture.Such as Germany meetings are explicit. People say exactly what they mean and statements are taken literally the emphasis in such a contract in such cultures is coming to contractual agreements and the words in the contract then. Become binding. A high context culture is one in which communication takes place more indirectly more by implication in more subtle ways the relationship.I mean speakers might be more important than the words that they are speaking so many ways of characterizing cultures all of them useful. Now what influence does culture exert on consumer behavior culture is provide values ideals norms criteria and frames for example so maintaining social harmony versus maintaining individual rights which sometimes come into conflict with social harmony.Cultural suggest the relative importance of different criteria for example the consequences of something for individuals versus for an individual versus for the larger group. Cultures also shape ideology. Europe tends to be more relativistic the US tends to be more absolutist in a way in. Ideologically and this manifests in a number of different ways in in Europe the death penalty is illegal and in the United States it's still used that is could be a manifestation of relativistic versus absolutist ideologies.So some parting thoughts we are each born into a culture the culture of our birth. And the culture is bigger than the individual thus its influence is pervasive many of what we presume to be our own original unique individual thoughts our values our preferences they're actually products of our.Culture if you. Were born in the United States and English is your first language you think in English which means that you can only think those thoughts which may be thought of in English. That it's an artifact of culture. So marketing can harness the power of culture by evoking strongly held fell use using symbols and so on in marketing communication and by offering products that are consistent with the expression of cultural norms.So here is your managerial fortune cookie. Consumer research has focused on a den of firing across cultural differences why not focus on cross cultural similarities.
Video 01 from Professor
Hello and welcome to buyer behavior module five today we're talking about self concept and personality in this video you'll learn basic principles of self concept self monitoring and impression management you'll learn how personality traits shape consumer behavior and here's a spoiler a spoiler alert often they do so indirectly.You also learn about why material objects are an extension of the self and how they're often used by consumers as tools of impression management. So let's get started with self concept a self concept is who I think I am and who I want to be the self is a composite of a composite of multiple roles multiple selves so we have a public so and we have a private self we have the actual self and the ideal self the marketing implication of self concept is that consumers tend to use consumption they tend to use products to affect public self presentation and to move from actual self to their ideal self.Self monitoring individuals tend to differ with respect to the extent to which they are conscious of how others see them high self monitors make greater use of social cues to guide their own behavior their They're more conscious of being seen and perceived by other people than low self monitors.So I'm personally that kind of low on the self monitoring score did I look at the mirror to see what my scraggly beard looks like before I recorded this lecture. No I didn't don't care. But the marketing implications for self monitoring are high self monitors are more likely to respond positively to image based appeals products that make them look good to others low self monitors are more likely to find functional benefits of products appealing.Now impression management that's the process of creating desirable images of ourselves to others tactics might include appearance management I did manage to put on a tie right in grief she ation My aren't you looking nice today and aligning activities. Aligning activities are attempts to align with norms disclaimers excuses justification Those are all impression management.Tactics and the marketing implication here is that consumers use products as tools of impression management the right products as. Part and parcel of the extended self right the car I drive is. A social cue that conveys a certain impression. So now on to a personality and brand personality personality is a permanent innate predisposition for our purposes I mean medical doctors might argue with this but for the practical purposes of marketing we can say that people are born with a certain personality and barring.A traumatic event. They will have that personality for their lifetime. Their personality has some direct effects on consumption you know. Outgoing people are. More prone to buy certain products and shy people more prone to buy other products but there are more indirect effects. Personality on consumption such as how information is processed right if you have an.Impatient personality high need for closure then you'll be in a hurry and process less information maybe be more prone to rely on your istic cues. The concept of personality extends to brands so we have brand. Personality What is the difference between a Betty Crocker cake mix and a Duncan Hines cake mix well they have different.Personalities Betty Crocker is your grandmother and Duncan Hines is a sexy kitchen vixen. Well I don't know it's a different personality the marketing implication here is that people gravitate to brands that have brand personalities that match the ideal self. So here are my parting thoughts. We are each a composite of multiple selves right Dr Clarus the.Professor James the husband dad that dad and so on living in in a social context motivates self presentation and impression management people tend to use consumption or purchases to display a favorable self and to move closer to the ideal self so your manager Ariel fortune cookie people have personalities so do brands organizations industries nations and cultures if we think by analogy.
list technique
Presenting a list of supporters or donors to a prospect
cultural values
a collective set of beliefs about what is important, useful and desire-able
actual self-concept pg 325
a consumer's self concept is comprised of two key dimensions: 1 being focus (actual vs the ideal) and 2 being domain (private vs public). actual self-concept represents how consumers in fact perceive themselves
more
a custom with strong moral implications
malleable self
a multifaceted self-concept that includes a good self, bad self, not-me self, desired self, ideal self, and ought-to-be self
cultural brands
a set of products and services from emerging economies such as ethnic food, movies, music, entertainment and media, serve as a means of expression and represent symbols of a particular culture's identity
ingratiation
a set of strategic behaviors designed to increase the probability of gaining benefits or favors from another person
personality
a set of unique psychological characteristics that influences how a person responds to his or her environment including cognitive, affective, and behavioral tendencies
bait and switch
a special case of the low ball technique, sometimes known as the lure procedure
ingratiation
a tactic commonly used to engender liking
authority principle
authority figures use titles, clothes, or expensive possessions that convey status to impress and influence others
culturally constituted world
all consumer experiences are shaped by the intangible beliefs and values of society
grooming rituals
allow consumers to extract cultural meaning from perishable possessions through repeated use
opinion leaders
are individuals who, by value of birth, beauty, talent or accomplishment, are held in high esteem and provide cultural meaning to those of lesser standing
brand anthropomorphism 342-343
assigns both human traits and form to non-humans
ideal public-concept
represents how consumers would like others to see them
love objects 331
can be part of synthesizing solution to a specific identity conflict: show to derive much of their emotional status by helping to resolve internal conflicts
theory of cognitive itch
certain properties of music may be analogous to biochemical agents, such as histamines, which cause an itch on the skin
self-schemas 327
cognitive structures that help us make sense of who we are.
cultural values
comprise a collective set of beliefs about what is important, useful and desireable
brand images
compromise all the thoughts and feelings consumers have about a particular brand
affirmation of the consequent 372
confusion of the inverse
self-evaluation
considering how well you did at an interview; examining your strong and weak points: considering the adequacy of their performances in various role identities (are u a good student?)
self-discrepancy
consists of a mismatch between the self-perceptions that make up the actual self and ideal self (the gap between the two)
norms
culture's rules of behavior
verbal compliance
describe a situation where someone says yes to a specific request
need for cognitive closure
describes a consumer's desire for definite knowledge of any kinds to reduce confusion or ambiguity
behavioral compliance
describes a situation where someone actually carries out the request
ideal self-concept
describes how consumers would like to be
locus of control
describes the extent to which an individual possesses internal or external reinforcement beliefs
actual public concept
embodies others' perceptions of a consumer
accounts 337
entail excuses and justifications
opinion conformity
entails expressing insincere agreement on important issues
enacted norms
explicitly and formally prescribe acceptable behaviors
door-in-the-face technique 367
following up a large, unreasonable request with a smaller, more sensible request: opposite of the foot in the door
theory of lay epistemology
formation and use of everyday knowledge, suggest that individuals differ i the degree to which they make the important trade off between speed and accuracy
low ball technique 363
getting a commitment from a person and then raising the cost of that commitment
crescive norms
implicit and learned only through interacting with other members of a culture
commitment and consistency principle 361
inconsistencies often invite interpretations of personality flaws or, in extreme cases, mental illness
personal qualitites
involve modes of interpersonal behavior that distinguishes people from one another, such as sense of humor or friendliness. could be psychological styles as well such as optimism and cheerfulness
exchange rituals
involve one person or a group of people purchasing and presenting consumer products to another
injunctive norms
involve perceptions of which behaviors are accepted or rejected by society
descriptive norms
involve perceptions of which behaviors are common or popular: what is everyone else doing?
self-presentation 334
involves either self-enhancement or self-deprecation
flattery 336 chart
involves excessive compliments or praise designed to make someone feel good about him or herself
brand personification
involves giving non-humans human-like traits
foot-in-the-door technique
involves making a small request followed by a larger one
affect transfer
is a special case of classical conditioning, it occurs when the positive affect created by an unconditioned stimulus becomes associated with a conditioned stimulus
need for cognition
measures an individual's natural tendency to engage in and enjoy effortful cognitive activities
Five Factor Model 339
multi-factor structure that identifies five basic traits that derive primarily from an individual's genetics and early childhood learning 1: surgency (outgoingness) 2: agreeableness 3. conscientiousness 4. emotional stability 5. intellect
possession rituals 399
occur when consumers discuss, compare, reflect upon, and display their belongings
acculturation
occurs when people in one culture adapt to meanings in another culture
customs
overt behaviors that have been passed down from one generation to the next
scarcity principle
people often want what they cannot have
because heuristic
people tend to process small requests mindlessly
low self-monitors 332
people who act primarily on the basis of their internal beliefs and attitudes: greater attitude behavior and consistency
high self monitor
people who routinely modify their behavior to meet the expectations of others are known as high-self monitors: constantly changing and adapting their behaviors to different situations and different people: high concern for self image and how they project themselves.
traits
personal qualities or tendencies to behave a certain way across similar situations
social validation principle
proof in numbers, the social validation principle maintains that the perceived validity of an idea increases as the number of people supporting the idea increases
personality traits
represent consumers' tendencies to respond in a certain way across similar situations
need for humor
represents an individuals tendency to crave, seek out and enjoy humor, a construct more motivationally driven than a sense of humor :includes amusement, wit and nonsense
norms
serve as important behavioral guidelines for a culture
brand jingles
short, catchy tunes that represent an organization
personality traits 341
sincerity excitement competence sophistication ruggedness
subcultures
smaller groups of a larger culture that share some cultural values with society overall and yet demonstrate unique cultural values and patterns of behavior within the individual subgroup
self-perception theory
suggests that complying with a small request leads people to label themselves as helpful, good citizens or as reasonable people
mere exposure effect
suggests that the more familiar we become with an object, the more we like it
commitment theory
suggests that the purpose of obtaining and initial commitment is to impart resistance to change
halo effect
suggests that we nay over-generalize assuming that one positive trait implies the presence f many other positive traits
rituals
symbolic actions that occur in a fixed sequence and are repeated over time
brand logos
take a variety of forms, including colors, shapes, words and other images
self-concept
the beliefs a person holds about his or her own attributes and how he or she evaluates these qualities (beliefs and attitudes we hold for ourselves)
self-conceptions
the collection of traits and attributes that individuals use to describe or characterize themselves
automaticity principle 359
the cornerstone of all influence techniques: asserts that people often think mindlessly and as a result , behave automatically without fully evaluating the consequences of a request
appearance management
the decisions regarding how consumers control their physical appearances and surroundings
cultural translation 403
the difficulties and problems related to the spirit of the language
extended self 329
the direct link between a consumer's self-concepts and her possessions
compulsive buying
the drive to consume uncontrollably and to buy in order to avoid problems
self-monitoring
the extent to which people base their behavior on cues from other people and situations
cultural principles 395
the ideas that help guide the construction of cultural categories
even a penny technique 371
the legitimization of trivial contributions
role identitites
the numerous positions that people occupy in society such as a student, friend, son or daughter and consumer
self-esteem
the overall evaluative component of a person's self-concept; a person's general attitude towards him/her
culture
the patterns of meaning acquired by members of society expressed in their knowledge, beliefs, art, laws, morals, customs, and habits
impression management
the process of creating desirable images of ourselves for others
brand personality
the set of human characteristics associated with a brand
divestment rituals
the steps people take to gradually distance themselves from things they treasure so that they can sell them or give them away
multiple-deescalating requests technique
the technique that involves more than two requests; once a request is refused, additional requests follow- one after the other until one is finally accepted
diffusion of responsibility
the tendency for individuals to feel diminished responsibility for their actions when they are surrounded by others who are acting the same way
MUM effect
the tendency to keep mum about unpleasant messages
indirect associations
to a positively evaluated stimulus (such as a popular university, sports team, or brand) can also increase liking for the stimulus
cognitive personality variables
traits that describe an individual's mental responses to objects
liking priciple
we tend to comply with the requests of those whom we like
reciprocity principle
when someone does you a favor, you feel obligated to return it in kind